A person's emotional response to a brand and its marketing will depend on many factors. One increasingly important factor is a brand's __________.

Question

Quizplus · Accepted Answer

Authenticity refers to how genuine and transparent a brand is in its communication and actions. Consumers today value honesty and authenticity in a brand, and a lack of it can lead to negative emotional responses. Therefore, a brand's authenticity can have a significant impact on a person's emotional response to it and its marketing.

A Person's Emotional Response to a Brand and Its Marketing